Shop Direct reports record-breaking Christmas period

Published on: 17th January 2017

The online retailer has seen sales grow for the fifth consecutive year.

Shop-Direct-480Shop Direct, which operates, and, delivered its fifth consecutive record-breaking Christmas sales performance in 2016.

The company has increased group sales by 9% year-on-year. This has Shop Direct on track to deliver another year of record sales and profits in 2016/17.

Sales via mobile devices comprised 68% of Shop Direct’s online sales, with the company’s performance strengthened by its largest and fastest growing retail brand, The digital department store has delivered sales growth of 19% year-on-year.  Sales via smartphone and tablet made up 70% of’s online sales and increased 29% year-on-year.

Shop Direct trading highlights include 97m site visits, up 20% year-on-year. Black Friday was another record-breaking week, with year-on-year sales up 4%.

Among the top ten Christmas gifts were Apple watches, fragrances and Hasbro’s Pie Face game. 94% of purchases were made using options to spread the cost.

Alex Baldock, CEO at Shop Direct, said: “We helped millions of families afford the brands they wanted this Christmas. It’s what gave us another record festive period. Etailers have already overtaken stores when it comes to convenience. Now AI-fuelled technology like chatbots and virtual reality has the potential to leave bricks and mortar behind in offering the best personal service. We believe it’s the next big shift in retail and we plan to be at the vanguard. We’re confident that by continuing to invest in what makes us special, we’ll deliver another record year of sales and profit in 2017.”


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